If your business is having trouble, Justin Bieber appears to be the fix.

This week, Tim Hortons’ parent company Restaurant Brands International reported a 10 per cent rise in sales at stores in the fourth quarter of 2021, reversing an 11 per cent decline in the same period last year.

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The rise in sales appears to have coincided with a huge promotional campaign involving an endorsement from Bieber, along with limited-time special Timbits dubbed Timbiebs, CNN reported.

Timbiebs were available in chocolate white fudge, sour cream chocolate chip, and birthday cake waffle flavours, along with Bieber-themed merchandise.

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RBI CEO Jose Cil said during an earnings call that the promotion “was one of the more successful traffic-driving initiatives in recent memory and outperformed our internal expectations.”

He added that the partnership with Bieber led to “unprecedented social engagement and increased appeal with younger guests. I’m a Belieber. You can expect to see more from this exciting partnership in the year ahead.”